The paid media blog
Practical guides, comparisons, tutorials and news to run your SEA & social ads campaigns.
Google Ads and Meta certifications to know before choosing a provider
Not all certifications are equal — here's which ones to actually check for in a consultant or agency.
TutorialHow to choose your Google Ads bidding strategy
Manual, automated, target ROAS: each bidding strategy fits a different context of volume and objective.
TutorialHow to launch a Performance Max campaign without losing control
Performance Max automates almost everything — which means the few levers still in your hands need to be well prepared.
TutorialHow to optimize your Quality Score on Google Ads
Quality Score directly influences your cost per click — here are the three pillars it actually rests on.
TutorialHow to write Google Ads copy that converts
Ad copy influences both click-through rate and Quality Score — here's a structured method.
TutorialHow to calculate and correctly interpret your ROAS
ROAS is the most-cited metric in paid advertising — and one of the most commonly misinterpreted.
TutorialHow to structure a Google Ads account so it stays manageable
An account's structure determines whether the algorithm can learn correctly — here's a simple method to organize it.
FAQHow much does a Google Ads campaign cost for a small business?
Between media budget and provider fees, here's how to estimate a realistic starting budget.
TutorialHow to set up server-side conversion tracking
The main steps to move from tracking based solely on the browser pixel to more reliable server-side tracking.
ComparisonFreelance consultant vs SEA agency: which one to choose?
Neither is inherently better — it all depends on your budget, project complexity and expected level of follow-up.
FAQBecoming a freelance SEA consultant: where to start
The concrete steps for going freelance in paid media, from learning to landing your first clients.
RoundupThe most common mistakes on Meta Ads
These mistakes come up most often during Meta Ads account audits — most of them are avoidable.
NewsThird-party cookies and advertising: where the transition actually stands
Between repeated announcements and gradual implementation, the advertising ecosystem has already largely adapted to a world without third-party cookies.
ComparisonFixed fee or percentage of managed budget: which pricing model to choose?
The two dominant billing models in SEA don't create the same incentives — here's how they actually work.
RoundupWhere to learn Google Ads and Meta Ads for free
Free official resources are often enough to acquire the basics before considering paid training.
ComparisonGoogle Ads vs Meta Ads: which one to choose in 2026?
The two most-used platforms don't answer the same need. Here's how to decide based on your situation.
ComparisonGoogle Ads vs TikTok Ads: which channel for which objective?
Two opposite logics: active search on one side, discovery through entertainment on the other.
GuideGuide: auditing a Google Ads account in depth
The method for evaluating the real health of a Google Ads account, beyond surface-level metrics.
GuideComplete Google Ads guide for small businesses in 2026
The fundamentals for launching and running a profitable Google Ads strategy as a small business, without an agency budget.
GuideLinkedIn Ads guide for B2B in 2026
Why LinkedIn Ads is expensive, how to make it profitable in B2B, and which formats to prioritize based on your sales cycle.
GuideMeta Ads guide for e-commerce in 2026
Structuring a Meta Ads account for an online store: catalog, audiences, budgets and mistakes to avoid.
GuideTikTok Ads guide for brands in 2026
What sets TikTok Ads apart from other social platforms, native formats, and which brands it actually works for.
GuideGuide to advertising tracking and measurement without third-party cookies
How to keep measuring and optimizing campaigns as third-party cookies gradually disappear.
NewsGenerative AI in Google Ads campaign management
AI-driven automation is transforming the media buyer's daily work — without fully replacing it.
NewsAdvertising and AI answer engines: a new frontier to watch
As generative answers replace part of classic searches, the question of advertising within these new formats arises.
RoundupEssential KPIs to track in SEA (beyond ROAS)
ROAS doesn't tell the whole story — these complementary metrics give a fuller picture of actual performance.
ComparisonMalt, specialized directory or agency: where to find a good SEA consultant?
Three ways to find an SEA provider, with very different levels of verification.
NewsThe freelance SEA market in France: current trends
Between rising automation and growing demand for strategic human support, the freelance SEA consultant profession is transforming.
ComparisonIn-house media buyer or outsourced freelancer: which model for your business?
At what ad budget does hiring a full-time media buyer become more profitable than outsourcing?
RoundupEssential tools for a media buyer in 2026
Beyond the native advertising platforms themselves, these tools structure an experienced SEA consultant's daily work.
NewsPerformance Max: where Google's automated campaign stands
Since its broad rollout, Performance Max keeps gaining control granularity without giving up its baseline automation.
FAQSEA for law firms: what to know before launching a campaign
Google Ads advertising for lawyers is authorized in France, but governed by specific ethical rules to respect.
FAQSEA for healthcare professionals: rules to know before advertising
Advertising for healthcare professionals remains subject to strict ethical rules that vary from one profession to another.
ComparisonSEA vs SEO: how to arbitrate your acquisition budget?
Paid advertising and organic search don't play on the same time horizon — here's how to make them work together smartly.
FAQFreelance Google Ads consultant day rate in France: real ranges
A freelance SEA consultant's daily rate varies significantly based on experience, specialization and chosen billing model.